The business of storytelling

Knowing how to tell your business story needs to be a crucial part of your marketing and PR efforts.

If you understand the inherent human craving for connection, wrap your vision into a beautiful and captivating story, and clearly communicate this to your audience you’ll go a long way in engaging with your audience and building trust and loyalty.

The best stories tap into people’s emotions, genuinely create a two-way connection, and helps them believe in your business and what it stands for.

You shouldn’t be afraid to tell your story; even the struggles, conflicts, setbacks, as well as the successes can help people understand the passion and heart that goes into your business.

This is something I did recently, and the feedback was awesome.

After all, most people prefer to do business with a human rather than a faceless corporate wall and most of us are becoming less susceptible to sales promises and advertising.

It’s an ethical move to do the best you can to humanise your business through messaging and storytelling, and most importantly, that you mean it.

To perfect your storytelling, try the following.

Set the scene. Set the scene so that your readers know what you’re talking about and establish why you’re telling them this story. This’ll guide them through the story and make them want to read it all the way to the end. Read more on effective writing.

Tell a true story! Don’t lie or try to fool your readers with an exaggerated story. Most people will sense it’s an elaboration and really won’t appreciate it.

A truthful, authentic story narrative is more likely to connect with readers than one without a shred of truth or littered with bragging and exaggeration. A little humility goes an awful long way. It’s important to stay honest at all times; whomever you are!

Have a purpose and a plan. Always think, why are you telling this story? What is the point? What is the outcome? Every good story has a meaning and an end, but it doesn’t always have to be a good one. Your story’s resolution should wrap up the story and leave your audience with a call-to-action. Why I always say ‘plan’ first.

Let your clients tell your story. People love to be part of stories, so come up with ways to get your audience involved. User-generated storytelling, like reviews, testimonials, case studies or guest blogs will help to increase engagement, build trust and expand your reach. Why your client’s words are probably better than yours.

Choose your headlines wisely. Titles, headlines, teaser text and taglines are an effective way to grab attention and encourage your audience to read your story. But avoid clickbait titles at all costs. If your content doesn’t deliver, you’ll lose your audience and potential customers. Five tips to write a great headline.

But remember. While telling stories is great, in the right place and at the right time, don’t feel you have to divulge personal information that makes you and people around you feel uncomfortable in business. Do what is right for you.

As Richard Branson once said: “Brand storytelling is a great way to get your point of view across, differentiate your brand, and work out new ideas. Today, if you want to succeed as an entrepreneur or leader, you also have to be a storyteller.”